Regardless of the mode of delivery, represent a guide to the
relative teaching time and student effort required to
successfully achieve a particular competency/module. This may
include not only scheduled classes or workplace visits but also
the amount of effort required to undertake, evaluate and
complete all assessment requirements, including any
non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit applies to individuals in entry level or junior public relations roles who are required to develop public relations campaigns. As such they would undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB402A Develop public relations campaigns

Element:

4. Review and evaluate public relations programs

Performance Criteria:

Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness
2.Report on the outcomes of the campaign to relevant internal and/or external stakeholders
3. Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements

Element:

1. Research public relations campaigns

Performance Criteria:

1.Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign
2.Conduct research into current practice and recent developments in relation to the campaign planning
3.Identify the campaign’s audience and their attributes
4.Develop and present options to other members of the public relations team and relevant stakeholders for consideration

Element:

2. Prepare to implement public relations campaigns

Performance Criteria:

1.Define and agree upon campaign objectives and campaign plan with client and other key stakeholders
2.Schedule and cost campaign accurately, and include in plans
3.Comply with legal and ethical constraints
4.Confirm roles and responsibilities with other members of the public relations team

Element:

3. Implement public relations campaigns

Performance Criteria:

1.Implement public relations campaign in accordance with the plan
2.Evaluate the potential effectiveness of and use appropriate media to improve campaign publicity
3.Implement campaign in accordance with legal and ethical constraints and organisational requirements

4.Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures
5. Gain agreement from stakeholders to any changes that need to be made to campaign

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.

Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule

This course is co-delivered and co-assessed with Manage Projects

Week 1 Feb 9 - Course Induction

Week 2 Feb 16 Introduction - What is a campaign and understand the public relations aspect of managing a campaign.

Week 16 June 1 Return final assessment and schedule any resubmission for next week

Learning Resources

Prescribed Texts

No prescribed text for this subject.

References

Other Resources

NA

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

This course is co-delivered and co-assessed with Manage Projects.

Full detailed assessment sheets will be available on the course blackboard shell

Task 1:Analysis of Public Relations Campaign
Assessment date:Week 6 on Sunday 22 March 2015 midnight (worth 30% of student mark)
Type:Individual assessment piece
Length: 750 words (+/- 10%)
Analysis of public relations campaigns supplied.
Students are to research the campaign, identify the key campaign elements and perform a critical analysis of the campaign.

Clear report which identifies key campaign element, key inclusions are:
•Campaign Summary – provide an overview of the campaign
•Research – identify three types of research that would be appropriate to conduct pre-campaign
•Objectives – identify three key objectives the campaign was trying to achieve
•Target Audience – identify and describe the primary audience the campaign was targeted at
•Key Messages – describe the key message(s) the campaign tried to communicate
•Strategy – describe the over-arching strategy that drove the campaign
•Tactics – identify the type and details of all the tactics used as part of this campaign
•Evaluation Measures – identify at least two measures that could be used to evaluate the campaign

Students are to develop campaign recommendations for new pitch for a supplied company or organisation. Group activities requiring development of strategies and creative recommendations.

Key Elements to Include
•Research – Students should conduct primary/secondary research into
othe industry to identify key issues, competitor strengths and weaknesses, relevant trends and other critical background information
othe market to clarify key drives for this market, demographic data, media consumption habits
•Campaign Strategy – Identify two separate over-arching approaches that could serve to achieve the campaign objectives
•Campaign Tactics – Outline the critical tactics that will comprise the backbone of the campaign. Be creative with your campaign and consider using a multi-platform approach incorporating a combination of media and non-media channels such as events, guerrilla stunts, social media, viral, sponsorship, media kits, celebrity endorsement, journalist familiarisations etc.
•Rationale – Relay the rationale as to why the proposed campaign strategies will achieve the objectives of the brief also outlining any key barriers to success.

Students will be required to answer 10 random questions on their campaign. The questions will cover the following areas:

•Background Information – outline which brief has been responded to and the corresponding objectives, any relevant background research findings and identification of any key issues
•Target Audience – identify and describe the primary audience the campaign is targeted including demographic and psychographic information where possible.
•Strategy – describe the over-arching strategy that will drive the campaign including a rationale as to why this strategy should deliver on the objectives
•Key Messages – describe the key message(s) the campaign will communicate
•Tactics – identify the type and details of all the tactics used as part of this campaign including a rationale where appropriate. Include a summary as to the proposed creative direction.
•Budget – including realistic figures for creative production, labour, permits, venue hire, prizes etc
•Timeline – a project timeline that breaks down key milestones by dates and tasks
•Limitations – describe any major barriers to success and strategies to mitigate limitations
•Evaluation Measures – identify at least two measures that could be used to evaluate the campaign
•Conclusion – summary as to why the campaign pitch stands to create cut-through in the market and deliver on the brief’s objectives.

Submission Requirements
You should:
•Ensure that you submit assessments on or before the due date.
•Always retain a copy of your assessment tasks. (hard copy and soft copy)
•When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
•Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you must apply for special consideration.
Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”. If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.

Assessment Matrix

Full details on how this course is assessed against the Unit Elements & Performance Criteria plus critical aspects of evidence, this can found in the Learning and Assessment Tool available from instructor or course coordinator.